It’s no longer just about the martech stack. It’s all about the CX stack: proven ways to attract customers you don’t want to forget.

In challenging economic times, marketers are forced to assess which technologies will really impact their business and revenue goals.

We have identified 6 martech categories (3 legacy and 3 emerging markets). However, in today’s evolving landscape, using them in the same or limited way can be counterproductive. These six martech categories are both ‘must have’ and ‘must change’.

1. Email marketing

Email — The primary “own marketing” pillar is more important than ever in the world of first-party data. It has stood the test of time, even though a new and complex ecosystem of marketing tech has grown around it.

This created two challenges. First, MessageGears’ vice president of marketing, Will Devlin, has made sure that he understands email’s place in his overall marketing mix and works in tandem with all other CX touchpoints. Said it was confirmed. Second, its legacy status often misleads marketers into making the classic mistake of not investing enough in upgrading their email marketing tech capabilities or doing it the right way. Not invested.

Eyal Manor, Twilio’s chief product officer, also warned against sticking to large lists full of inactive or unresponsive customers. Not only will your overall engagement rate drop, which will annoy your customers, but you’ll also experience higher spam complaint rates and risk violating privacy laws.

what to change

Upgrade your email strategy and technology!

For the former, we will focus on smoother integration into new and complex CX workflows, data, privacy, compliance, and evolved metrics.

Techies, explore how to take advantage of the visual benefits of email. Interactivity with mobile-optimized emails, videos in emails, seamless social media connections, click-to-share, click-to-chat links, polls, quizzes, and gamification are all considered Worth doing. “It would be foolish to overlook upgrading that component of the tech stack,” he says.

2. Marketing analysis

A 2022 Twilio report found that 63% of consumers are happy with personalization, but say they want brands to use first-party data rather than data provided by third parties. increase. A marketing analytics stack that collects and analyzes first-party data helps brands to be both consumer first and privacy first.

So, rather than collecting siled data across all channels, next-generation marketing analytics will focus on digging deeper into each customer’s life. The goal is to create a connected (de-fragmented) view of each customer’s life across all the channels they use, using prescriptive, predictive, and real-time marketing analytics to support smarter decision-making. not) is to analyze the view.

what to change

Find out how to reframe your marketing analytics around the customer, not the channel or campaign. This approach not only supports your CX goals, but also increases customer lifetime value and reduces customer acquisition costs.

Also, take time to explore the hidden parts of the customer journey, the invisible interactions that marketing attribution systems can’t track, but that influence customer decisions at each stage of the customer journey. .

Related article: Eliminate vanity metrics from your analytics portfolio

3. Search engine optimization

Arguably the biggest evolution in search engine optimization (SEO) is in the area of ​​voice-enabled search. This will be a new skill for marketers to master, as consumer voice search behavior differs from text searches, with longer sentences and more nuance provided by tone and suggestion. Coupled with search engines increasingly powered by artificial intelligence, search results are not only becoming more powerful, but also more detailed and predictive.

what to change

Without delay, start preparing your content for video and audio search, image optimization, and an overall improvement in content credibility and authenticity.

4. VIDEO AND VIRTUAL EVENT EXPERIENCES

Video seemed to be the next big thing when the pandemic hit, but the challenge now is to sustain the use of video and virtual events to keep viewers engaged.

With 66% of consumers willing to pay for virtual events with better production and content quality, the hurdles are already high when it comes to creating customized virtual event experiences, Manor said. I’m here. “By 2026, it is estimated that his 20% of all online conversions will be driven by short and live videos, but content quality is everything to win,” he said of Barry’s Bootcamp. I gave an example. At Barry’s Bootcamp, membership grew 6x as much as he did by investing in videos that faithfully mirrored the interactive class experience at the brick-and-mortar store.



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